French wine ‘must avoid’ haute-couture image

French wines must resist the temptation to become “like haute-couture”, a leading French marketing agency has warned. As French entry- level wines have been replaced by entry-level wines from other countries, consumers seem to be increasingly worrying they are “knowledgeable” enough to buy French wine, Anne Burchett, of wine marketing agency Sopexa, argues. The marketing company which represents French wine supplier Les Grands Chais de France, described it as “worrying”.